Moral Values Underpinning COVID-19 Online Communication Patterns

TL;DR

This study explores how moral values influence online COVID-19 discussions, revealing distinct user groups, moral homophily, and the impact of moral messaging on social interactions on Twitter.

Contribution

It uncovers the nuanced relationship between moral orientations, political ideologies, and communication patterns in online COVID-19 discourse.

Findings

Identified four user groups with different moral and political profiles.

Discovered moral homophily and potential moral echo chambers.

Messages with diverse or unexpected moral foundations resonate more with out-group members.

Abstract

The COVID-19 pandemic has triggered profound societal changes, extending beyond its health impacts to the moralization of behaviors. Leveraging insights from moral psychology, this study delves into the moral fabric shaping online discussions surrounding COVID-19 over a span of nearly two years. Our investigation identifies four distinct user groups characterized by differences in morality, political ideology, and communication styles. We underscore the intricate relationship between moral differences and political ideologies, revealing a nuanced picture where moral orientations do not rigidly separate users politically. Furthermore, we uncover patterns of moral homophily within the social network, highlighting the existence of one potential moral echo chamber. Analyzing the moral themes embedded in messages, we observe that messages featuring moral foundations not typically favored by their authors, as well as those incorporating multiple moral foundations, resonate more effectively with out-group members. This research contributes valuable insights into the complex interplay between moral foundations, communication dynamics, and network structures on Twitter.